The different communication channels

Communication is a major tool for businesses that want to connect with their target audience. In order to broadcast a message, they use one communication channel, or several, i.e. channels by which to transmit their announcement. There are various media and non-media communication channels, online or in person, that can be used and that are determined according to the objectives, means and target of the advertiser. What are these communication channels? How to choose them to launch an effective communication campaign? Overview of the different communication channels that exist to achieve your goals.

Media communication channels

Communication via traditional media channels consists of broadcasting ads on traditional media such as: the written press, radio, cinema, billboards or television. Relatively expensive, these communication channels are more generally used to present an action, a new product, an event... which could attract the attention of journalists. Media advertising campaigns, excluding the written press, which are very influential because of their mass targeting, therefore require that they be broadcast regularly over a fixed period of time in order to have a real impact on a large scale.

The written press, for its part, is preferred for targeted communication, as is advertising for a geographically targeted campaign. With the advent of the Internet, new modes of communication have emerged, leaving traditional media sometimes in the background. It is also possible to launch a communication campaign on a digital medium such as: the online press. A real must, this communication channel has the advantage of being accessible at any time, on all media (smartphone, tablet, computer) and can have a very interesting impact for advertisers: backlinks, posts on social networks...

Non-media communication channels

There are many non-media communication channels, sometimes more accessible than the media, that allow messages to be broadcast and offer numerous advantages.

Digital marketing

Digital marketing is undoubtedly one of the most important communication channels today. It makes it possible to reach a large identified target and is available in various formats: websites (showcase site, e-commerce, blog) mobile applications, social networks, podcasts, photos, videos, infographics etc. Businesses must implement a digital communication plan to make themselves known.

True showcases of a brand, its values and its image, digital media are particularly valuable tools for prospecting and building loyalty. Leaving a lot of room for creativity, they are a major opportunity to gain visibility, at a lower cost. Advertisers can thus take advantage of these supports to promote their expertise and strengthen their SEO. Digital marketing also offers the advantage of collecting different data about the target audience and interacting with them.

Direct marketing

Direct marketing is intended to be a more offensive communication channel that allows direct contact with the customer via communication by mail, emailing, telephone calls, SMS on instant messaging... This specific communication strategy requires precisely identifying its target in order to broadcast the right message to be sent. The creation of a database is inevitable and can allow the launch of personalized campaigns.

The POS

POS (Point of Sale Advertising) is a particularly effective communication technique for promoting new products, boosting sales and providing additional information. It improves the shopping experience directly in the store and makes it more attractive by highlighting offers. It is generally used in addition to other channels such as media advertising or direct marketing. The tools used for Point of Sale Advertising are diverse: displays, counters, kakemonos, digital signage screen at the point of sale...

The event industry

Events, i.e. a presence at exhibitions, fairs, seminars, exhibitions and congresses, is a very effective way of communicating that allows you to gain visibility and to make yourself known. Whether you are an organizer or a partner, you will benefit from contact with the target to create a link, promote your business using all the tools at your disposal and attract attention by making the senses travel. This communication channel also offers the advantage of being able to easily measure the impact, a significant element in order to best adapt your communication strategy.

Print media

Paper, or print media, such as flyers, brochures, catalogs... still remain an effective solution, compared to digital, and which allows communication over time. To be distributed at fairs, events, in front of a store, in the street... paper supports always have an effect, but can quickly represent a significant budget depending on quality and quantity. In the case of print communication, it is important to ensure that the documents are always up-to-date (address, telephone number, promo code, dates, etc.) in order not to distribute copies containing outdated information.

How do you choose the right communication channel?

Are you wondering how to choose the right channel for media and non-media communication ? Several elements must be taken into account in order to identify the most appropriate communication channels to use: your target, your budget, your internal resources and your short and long term goals.

There are several types of communication depending on the channels used:

Multi-channel communication

‍Multichannel communication aims to use several communication channels independently of each other, at the same time or alternately, to broadcast a message.

Cross-channel communication

Cross-channel communication is the use of several complementary communication channels in such a way that they interact with each other.

Omnichannel communication

‍Omnichannel communication is a strategy that is based on the simultaneous use of several communication channels based on the data collected on the target, customers and prospects (in-depth knowledge of the target's habits and preferences).